Shinsegae Boon the Shop Kamichi Achieves 120% of Sales Target Within One Year of Launch

[Asia Economy Reporter Lim Hye-seon] Shinsegae announced on the 12th that its custom shirt brand, Boon the Shop Kamichie, achieved 120% of its sales target within one year of its launch. The number of customers exceeded 1,000.

Kamichie, which means 'shirt' in Italian, was launched in February last year targeting department store customers who prefer high-quality materials and sophisticated designs. A Shinsegae official explained, "Boon the Shop Kamichie has a repurchase rate of 40%, indicating that many customers visit more than twice." Kamichie offers a segmented measurement service and premium fabrics, and has also established a customer database based on customers' body shape data to provide systematic customer management. Once measurements are taken at the store, the customer's information is digitized and managed, making it easy for customers to revisit.

Above all, the response from department store VIP customers was significant. An analysis of Boon the Shop Kamichie’s sales showed that 45% of all purchasing customers were VIPs. This proves the saying that department stores know their customers best. Feedback from VIP customers was immediately reflected in product manufacturing. The number of sample shirts (체촌복) segmented by size increased from 54 to 60 this year, expanding the range of choices.

The number of women seeking custom shirts has also increased. Shinsegae hired female tailors for the premium custom shirt brand 'Boon the Shop Kamichie' to cater to female customers. As the number of working women grows, demand for shirts as everyday wear has increased. Customers who were dissatisfied with ready-to-wear sizes are now satisfied with fits and designs tailored perfectly to their bodies.

Starting this month, a ‘Sample Collection’ will be introduced for the first time each season. To assist customers in their choices, 10 types of sample products featuring popular collars, colors, fabrics, and sleeves have been created and placed in stores.

This content was produced with the assistance of AI translation services.